The Seattle-based seller of outdoor clothing and gear said October 4 that starting this year, every part of its business — all 178 stores, its distribution locations, call centers and headquarters — will close every year on Black Friday.REI first announced in 2015 that it would be bucking the Black Friday craze and keep its stores closed on one of the retail industry’s busiest shopping days, but until now it was a decision made year to year and not a permanent policy.But in recent years, the tide has shifted against Black Friday and it’s been losing relevance, especially among younger Millennial and Gen Z consumers who may not feel compelled to wake up at the crack of dawn the day after Thanksgiving to stand outside of stores hoping to grab a blender or flatscreen TV at 60% off.Still, REI’s move to permanently dump Black Friday, as part of its “Opt Outside” movement to mark the day, is noteworthy because most retailers are continuing to keep their stores open.“Opt Outside has always been about prioritizing the experience of our employees, choosing the benefits of time outside over a day of consumption and sales,” REI CEO Eric Artz said in a statement."